The Outdoor Media Association (OMA) has announced the Australian Avocados’ Our Green Gold campaign as the Grand Prix winner for 2021.
The Grand Prix judges – Tim Kirby, founder and head creative of Galore, Chris Laws, managing director of Enigma, Brent Liebenberg, executive creative director of Khemistry, were unanimous in their decision that the humorous message and classic imagery of the Our Green Gold campaign exemplified the traits at the heart of outstanding Out of Home creativity.
The Our Green and Gold campaign tapped into the 2021 Summer Olympics by cheekily positioning avocados as the unofficial sponsor of almost anything while solidifying avocados as an icon of Australian food culture.
Grand Prix honourable mentions went to MECCA for its campaign The Beauty Spectacular Gift Card Vending Machine and to The Art Gallery of NSW for its campaign Archibald 100.
The Grand Prix winner was chosen from 22 campaigns which were all winners of the quarterly Creative Collection competition. In total, 120 campaigns were submitted for judging in 2021.
Mecca – The Beauty Spectacular Gift Card Vending Machine
The Art Gallery of NSW campaign for Archibald 100
OMA CEO Charmaine Moldrich said: “Selecting the best of the best is never an easy task. It becomes more difficult each year as the advertisers and agencies tap into the channel’s potential. Our Green Gold epitomises this, using big, bold and simple design, matched with the emotion of winning Olympic Gold to make a powerful connection with the audience. Well done to the teams at Australian Avocados, TBWA Sydney and Atomic 212 for creating this memorable campaign.”
Kirby said: “Judging the Grand Prix was incredibly tough, and that speaks to the calibre of the campaigns up for contention this year. However, it quickly became clear that the campaign for Australian Avocados was the standout winner for its use of simplicity and emotion. There is a lot of great work out there, and it’s genuinely exciting to see that great work rewarded.”
Laws added: “The entries in this year’s Grand Prix reflected the variety of forms great Out of Home creative can take, from classic single-minded impact to tech that positively disrupts the customer journey. Creative standards were brilliant across the board with a real diversity in formats used. Out of Home’s in great shape.”
The quarter four competition was also judged, with 32 entries submitted by OMA members including: Australian Outdoor Sign Company (AOSco), JCDecaux, oOh!media, QMS Media, Shopper, TorchMedia and Val Morgan Outdoor.
The quarter four guest judges included Shelley Davis, associate marketing manager, Expedia Group–Wotif, Brent Liebenberg, executive creative director, Khemistry, Jesse McIntyre, head of sales, AOSco, and Mark Wooldridge, advertising lead public transport, Transport for NSW.
The winner in the Big, Bold and Bright category was Coca Cola’s Mount Franklin Lightly Sparkling campaign, and an honourable mention is this category was awarded to Amazon Prime Video’s Wheel of Time campaign.
The winner in the Best Use of Multi-Format category was Momentum Energy’s Get Happy campaign. Expedia Group – Wotif took out the Best Use of Digital category for its Wotif Local Getaways campaign.
Coca Cola’s Mount Franklin Lightly Sparkling campaign
Amazon Prime Video’s Wheel of Time campaign
Wotif Local Getaways campaign
Red Cross’s Red Cross Lifeblood – Bloody Oath campaign
RSL Australia’s Remember to Remember, Remembrance Day campaign
The top gong in the Innovation in Out of Home category went to MECCA’s The Beauty Spectacular Gift Card Vending Machine campaign.
The joint winners in the Out of Home for Good category were Red Cross’s Red Cross Lifeblood – Bloody Oath campaign and RSL Australia’s Remember to Remember, Remembrance Day campaign.
Davis said: “One of the advantages of using Out of Home for brands is the ability to fuse creativity and context for maximum impact. The campaign by Amazon Prime Video for its new show Wheel of Time did this really well by using wraps that made a tram look like it had been crushed, creating an eye-catching intersection of street scape and fantasy using visual elements from the series.”
McIntyre added: “Above all, the best Out of Home creative should be more than just something great to look at; it should be fun! It was great to see campaigns that bring the joy and happiness recognised in the quarter four competition. These are the types of campaigns that should be encouraged and that really showcase the creative potential of the Outdoor channel.”
Launched in 2013, the Creative Collection celebrates the big, bold, and audacious canvas that is Out of Home by recognising exceptional campaigns each quarter. Campaigns are judged across the following categories: Big, Bold, and Bright, Best Use of Multi-Format, Best Use of Digital, Innovation in Out of Home, Out of Home for Good.